Table 4.
Examples of statements on what students thought of the exposure NIKE ad*
| Quote | Grade |
|---|---|
| First impression of image | |
| "It makes me think of a cigarette commercial that is trying to influence young teens/adults to smoke." | 7 |
| "I saw the cigarette as the pole and I knew it meant smoking." | 7 |
| "It's about smoking and that smoking should be your goal." | 8 |
| "This ad first reminds me of cigarettes and smoking." | 10 |
| Meaning of LIGHT IT UP | |
| "I've heard that expression for lighting a cigarette." | 7 |
| "They're trying to use hockey as an image of fun, then they use a cigarette in the hockey net, then they add LIGHT IT UP. Therefore, they want you to start smoking." | 8 |
| "To light up your cigarette." | 9 |
| "It can either mean to light up a cigarette or drug and then you'll become successful or it can mean give the game all you got." | 10 |
| "I think about opening a lighter." | 11 |
| Meaning of FOLLOW ME | |
| "To smoke because your friends are doing it and if they offer you, say yes." | 8 |
| "FOLLOW ME would be 'drawing in' teens to smoke. The sign to me encourages young teens to start and develop a smoking habit, portraying it as a good thing." | 10 |
| "Follow the person smoking." | 11 |
| Appearance of FOLLOW ME | |
| "There is smoke within the black lettering." | 7 |
| "It looks like smoke." | 9 |
| Appearance of Centre pole of hockey net | |
| "It looks like a cigarette only without the orange thing at the butt of the cigarette." | 8 |
| "The centre pole really looks like a cigarette or drugs." | 11 |
| Appearance of Outermost edges of image | |
| "I see little cigarettes that look like they're already lit up." | 7 |
| "I can see cigarettes on all of the sides in a faded looking way." (*Student also drew a picture) | 9 |
| "Cigarette filters." | 11 |
| Product being promoted | |
| "It is promoting for sure 'cigarettes'." | 7 |
| "People are advertising smoking." | 8 |
| "Obviously cigarettes." | 9 |
| "Smoking, buying cigarettes, getting addicted so the company can continue making money." | 9 |
| "Promoting the use of cigarettes or other things you can smoke." | 10 |
| "Cigarettes through sports. A lot of people watch hockey and even though we're not aware of it our brain picks up on the message it's sending." | 11 |
| "Easy, it's smoking, disguised as a hockey ad. You know, get all the cool athletes to smoke so it looks cool to the younger kids." | 11 |
| Type of company that made the ad | |
| "Export (I think that's a cigarette brand)." | 7 |
| "A cigarette company, a drug company." | 8 |
| "An illegal company or a cigarette company." | 9 |
| "Any cigarette company, people that benefit from cigarette production." | 10 |
| "Du Maurier, Peter Jackson, cigarette companies." | 11 |
* Quotes are mutually exclusive (i.e., no student appears more than once in the list).